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23 Cards in this Set
- Front
- Back
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Advantages of Online Marketing |
Can offer or send tailored information/messages Can trace effects by UVs clicks on a page/ad
Contextual placement Can place advertising based on search engine keywords |
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Disadvantages of Online Marketing |
Consumers can screen out most messages
Ads can be less effective than they appear (bogus clicks) Lost control over online messages via hacking/vandalism |
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Paid Media |
Includes company-generated advertising, publicity and other promotional efforts |
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Earned media |
Is all the PR and word of mouth benefits a firm receives without having directly paid for anything. |
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Owned media |
Consists of online marketing communications |
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Contextual placement |
buying ads onsite related to the marketers own offerings |
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Web Sites |
Companies must design __ that embody or express their purpose, history, products and vision and that are attractive on first viewing and interesting enough to encourage repeat visits Ease of use Physical attractiveness Microsites |
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Paid search |
Marketers bid on search terms that serve as a proxy for the consumers product or cosumption interests |
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Search engine optimization |
Describes activities designed to improve the likelihood that a link for a brand is as high as possible in the rank order of all non paid links when consumers search for relevant terms |
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Display ads or banner ads |
are small, rectangular boxes contain text and perhaps a picture that companies pay to place on relevant Web sites. |
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Intersitials |
Are advertisements often with video or animation that pop up between page changes within a web site or across web sites |
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Allows marketers to inför and communicate with customer at a fraction of the cost of direct mail. Can be very productive selling tools. |
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Social Media |
Means for consumers to share text,images, audio, and video information with each other and with companies, andvice versa |
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Online communities/forums Blogs Social Networks |
Three main platforms for social media |
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Online Communities/forums |
Are created by consumers or groups of consumers with no commercial interests or company affiliations. Others are sponsored by companies whose members communicate with the company. |
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Blogs |
Regular updated online journals or diaries, have become an important outlet for word of mouth. One obvious appeal of blogs is that they bring together people with common interest |
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Social Networks |
Have become an important force in both business-to consumer and business to business marketing. Major ones include Facebook, linked, twitter |
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Word of Mouth |
Face tot face and phone Online |
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Viral marketing |
Is a form of WOM that encourages consumers to pass along company developed products and services or audio, video, or written information to others online. |
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Creating Word of Mouth Buzz |
Identifyand devote effort to influentials
Supply key people with product samples Work through community influentials Develop WOM referral channels Provide compelling info to passalong |
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Mobile apps |
Bite-sized software programs that can be downloaded to smart phones. |
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Being concise is critical |
Copyshould be only 50% of screen
Putbrand logo in corner of ad frame Calls to action should be in abright color |
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Across Markets |
In developed Asian markets, mobile marketing is fast becoming a centralcomponent of customer experiences
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